QUEL POSITIONNEMENT POUR LES GRANDES ÉCOLES EN 2018 SUR LES RÉSEAUX SOCIAUX ?
The Z Generation is the one that makes the most headlines these days, that of all the superlatives, but also the one that is most permeable to social networks and the most impervious to traditional media. How to motivate and give birth to vocations facing a generation that only informs itself on social networks? This is the question posed by all the major French schools. In 2017, 99% of them are present on social networks, recruit, inspire and unite old and future students. We offer you an overview of the 3 most innovative schools in their way of animating their social channels
HEC Paris: Inspire on Pinterest
The school has chosen the pin network to share the traditional posts: infographics, interviews, articles. The innovation comes from the nature of the elements of the collections of HEC Paris, the articles give prime place to the alumni. Through the shared articles and photos, the school exposes the success stories of its former students, the means provided and the courses offered.
The school values the corporate experience of its alumni and sharpens the desire for business adventure of its future students. By doing this, HEC Paris not only enhances its image, but also inspires its audience, and inspiration is the driving force of change, hence of future commitment.
EM Lyon: Inform on Twitter
The Lyon School of Management has a more utilitarian view of Twitter. On the microblogging platform, EM Lyon publishes business trends, key figures, innovative marketing strategies. The school has decided to show its strength in terms of listenings and does it very well.
This utilitarian vision of Twitter has two advantages: to inform pupils and alumni of news in all the fields covered by the school, but also to put EM Lyon in the regional and national business landscape.
ESSEC: Shine and attract
The business school uses Instagram to communicate with its audience. Through photos of national and international campuses, partner events and student teams buildings, ESSEC focuses primarily on its international reach by offering photos of its students around the world.
By doing this, the school mobilizes its alumni, but also gives them the means to shine on their social networks. In contrast to the current trend, ESSEC offers an experience focused on the student experience rather than focusing on a utilitarian aspect of the platform.
Business Schools & Social Networks: Exist & Inspire
The issue is not to question its presence or not on social networks. For most schools, it’s more about finding the right tone to attract and engage their audience. Most schools that know how to adapt to new networks will find no harm doing it. But we can question their current effectiveness, most are focusing only on the attraction of potential partners and traditional networks (Facebook & Twitter).
Knowing that 50% of the Generation Z are muddling these social networks, it would be advisable to think about setting up on the younger networks, to attract the active population of the future: Accenture does it already better, by recruiting on Snapchat.